The CEO even filmed the launch ad at another pizzeria

One thing is quickly apparent when you watch Domino’s new ad starring its CEO, Ritch Allison: the margherita pizza with a rustic crust in front of him is definitely not from Domino’s.

That’s because he’s sitting in Atlanta’s Antico Pizza, a family-owned spot that was one of Allison’s favorites when he lived in the city. The reason for the chain’s first ad in a non-Domino’s restaurant is the whole reason for the ad itself: to show that Domino’s is serious about its new pledge to reward you for eating any pizza, made by anyone, anywhere.

The spot from agency CP+B launches the brand’s “Points for Pies” program, through which customers (beginning this Saturday, Feb. 2) can use a mobile app to snap pictures of any pizza and score a reward points. Each shot approved by the app’s AI-powered tool earns 10 points, with 60 points unlocking a free medium two-topping Domino’s pizza.

The rewards system is timed to launch right before Super Bowl Sunday, when Domino’s estimates it sells 2 million pizzas and 4 million chicken wings nationwide. It will run through April 28.

“Instead of advertising during Sunday’s game, we decided to invest in a breakthrough program that rewards everyone who loves pizza as much as we do,” says Art D’Elia, Domino’s svp and chief brand officer.

Perhaps calling to mind the “Not Hotdog” app from HBO’s Silicon Valley, the Domino’s app uses visual analysis to tell whether a food item is pizza or not pizza.

“This is the first time Domino’s is using AI technology like this,” says Dennis Maloney, Domino’s chief digital officer. “It will be running the pizza identification process and is already smart enough to identify all pizza, even if it is a homemade English muffin pizza, a pizza with a hotdog-stuffed crust, or a high-end artisan pizza. It can even identify if it’s a dog’s squeaky pizza toy.”